Conference Paper

By combining a literature review and empirical research, this study explores the underlying relationship between event marketing as a promotional tool on one side and luxury brands on the other at small and medium sized enterprises. The research methodology used a questionnaire for quantitative analysis, providing 60 respondents during an event of the specific fireplace company in June 2018. The results are providing valuable insights on the relationship between the event and the luxury brand. The finding indicated that there is positive relationship among the luxury brand aspects, equity and attitude and the indicators of the event or sensory, affective, behavioral and intellectual dimension. This is one of the rare articles about analyzing this relationship, providing a feedback for small and medium enterprises’ promotional activities. AICEI Proceedings , 2019, Volume 14, issue 1